Market research Books

Book SynopsisNew Methods of Market Research and Analysis prepares readers for the new reality posed by big data and marketing analytics. While connecting to traditional research approaches such as surveys and focus groups, this book shows how new technologies and new analytical capabilities are rapidly changing the way marketers obtain and process their information. In particular, the prevalence of big data systems always monitoring key performance indicators, trends toward more research using observation or observation and communication together, new technologies such as mobile, apps, geo-locators, and others, as well as the deep analytics allowed by cheap data processing and storage are all covered and placed in context. Scott Erickson goes beyond the buzzwords to provide relevant explanations of the meaning and impact of both big data and analytics, placing them in context with traditional marketing research. His engaging subject matter focuses on the practical aspects of big data concepts, precisely defining and illustrating key concepts and providing illuminating real world examples. This approachable style enables marketers to understand what data scientists are doing with big data systems and analytics, giving them a taste of the capabilities of contemporary statistical software and its practical applications.This book can be used as a supplement to a traditional marketing research text or on its own. It will serve as a key reference for graduate students and advanced undergraduates in marketing research, marketing analytics, or business intelligence courses as well as marketing professionals looking to stay up to date with current trends and have them explained in a context they understand.Trade Review'This is a wonderfully well-written, highly readable, book that covers the rapidly changing and increasingly complex landscape of data-driven marketing in depth. The distance traveled from ''Mad Men-esque'' focus groups to sophisticated inferential analyses of vast data arrays is very well captured. Erickson's use of real-life, and very current, examples, to frame critical issues and explain key concepts and details is remarkable. The reader often feels as if he/she is virtual member of a marketing analytics workgroup working on problems for firms like Tesco, Bloomberg, Lego, LiveAnalytics, Amazon, and others.' --Charles R. Christian, former Director of Employee Analytics, Johnson & JohnsonTable of ContentsContents: 1. Big Data and Marketing Analytics 2. Exploratory Research Design 3. Descriptive Research Design 4. Causal Research Design 5. Other Topics in Research and Analytics 6. Analytics 1: Big Data 7. Analytics 2: Marketing Analytics Index

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Book SynopsisThe Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen methods chapters present an overview of specific marketing analytic methods in technical detail while twenty-two case studies present thorough examples of the use of each method.The contributors featured are recognized authorities in their fields. Multidisciplinary in scope this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as Classical and Bayesian econometrics, Causality, Machine learning, Optimization, and recent advancements in Conjoint Analysis.This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.Contributors include: M. Akemann, S. Albers, P. Albuquerque, G.M. Allenby, V. Altuglu, A.N. Angulo, A. Ansari, L. Ash, M. Bakker, R. Befurt, T.C. Borek, D. Borrego, B.J. Bronnenberg, Z. Chance, P.K. Chintagunta, M.G. Dekimpe, R. Dhar, D. Dzyabura, R.K. Fair, D.G. Fiebig, M. Fischer, A. Goldfarb, N.J. Goldstein, R. Guha, D.M. Hanssens, M. Hatzis, J.R. Howell, K. Huskey, R. Jacobson, D. Iacobucci, I. Ionova, S. Iyer, V.K. Kanuri, A. Lambrecht, A.Y. Lee, D.R. Lehmann, Y. Li, L. Ma, M.K. Mantrala, N. Mizik, L. O'Laughlin, D. Onul, A. Oza, K. Pauwels, E. Pavlov, K.I. Powers, V.R. Rao, R. Reed-Arthurs, D.M. Ringel, J. Roberts, P.E. Rossi, R. Schwabe, J. Silva-Risso, B. Skiera, J.H. Steckel, O. Toubia, M. Trusov, C. Tucker, A.M. Tybout, K. Wertenbroch, A.G. White, S. Woodhouse, H. Yoganarasimhan, J.D. ZonaTrade ReviewHandbook of Marketing Analytics is a very useful reference for the litigator wishing to gain greater expertise and insight into available tools for prosecuting and defending many types of commercial litigation. The technical chapters have gentle takeoffs that allow the nonspecialist reader to build a working knowledge of the techniques described. The case study chapters are what really set the book apart for those whose matrix algebra is rusty, enabling the non-technical attorney or lay reader to see vividly how the techniques can be deployed. This will be an essential item on the shelf of any litigator who deals regularly with advanced analytics in marketing and related areas.' --August Horvath, Kelley Drye & Warren LLP'Over the course of their storied careers, Mizik and Hanssens have helped quantify one of the most elusive of concepts: how marketing creates enterprise value. The Handbook of Marketing Analytics teaches practitioners not only how to explain the impact of marketing investment on firm performance, but also its growing application to guiding public policy and even assisting in litigation. Expertly crafted, with practical takeaways drawn on case studies and interviews with marketing analytics experts, this book is a must-read for any marketer, advertiser or reader fascinated with discovering the unseen leverage in marketing and creativity.' --John Gerzema, Bestselling Author and CEO of Harris Insights & Analytics/The Harris Poll, US'Ever since I published Marketing Decision Making and Marketing Models, I have been wanting to see a superb collection of marketing analytics chapters and cases in one book. The Handbook of Marketing Analytics has finally arrived and it is a treasure.' --Philip Kotler, Northwestern University, USTable of ContentsContents: Introduction Natalie Mizik and Dominique M. Hanssens Methods Chapters Part I Experimental Designs 1. Laboratory Experimentation in Marketing Angela Y. Lee and Alice M. Tybout 2. Field Experiments Anja Lambrecht and Catherine E. Tucker 3. Conjoint Analysis Olivier Toubia Part II Classical Econometrics 4. Time-Series Models of Short-Run and Long-Run Marketing Impact Marnik G. Dekimpe and Dominique M. Hanssens 5. Panel Data Methods in Marketing Research Natalie Mizik and Eugene Pavlov 6. Causal Inference in Marketing Applications Peter E. Rossi Part III Discrete Choice Modeling 7. Modeling Choice Processes in Marketing John Roberts and Denzil G. Fiebig 8. Bayesian Econometrics Greg M. Allenby and Peter E. Rossi 9. Structural Models in Marketing Pradeep K. Chintagunta Part IV Latent Structure Analysis 10. Multivariate statistical analyses: Cluster analysis, factor analysis, and multidimensional scaling Dawn Iacobucci Part V Machine Learning and Big Data 11. Machine Learning and Marketing Daria Dzyabura and Hema Yoganarasimhan 12. Big Data Analytics Asim Ansari and Yang Li Part VI Generalizations and Optimizations 13. Meta Analysis in Marketing Donald R. Lehmann 14. Marketing Optimization Methods Murali K. Mantrala and Vamsi K. Kanuri Case Studies and Applications Part VII Case Studies and Applications in Marketing Management 15. Industry Applications of Conjoint Analysis Vithala R. Rao 16. How time series econometrics helped Inofec quantify online and offline funnel progression and reallocate marketing budgets for higher profits Koen Pauwels 17. Panel Data Models for Evaluating the Effectiveness of Direct-to-Physician Pharmaceutical Marketing Activities Natalie Mizik and Robert Jacobson 18. A Nested Logit Model for Product and Transaction-Type Choice Planning Automakers’ Pricing and Promotions Jorge Silva-Risso, Deirdre Borrego and Irina Ionova 19. Visualizing Asymmetric Competitive Market Structure in Large Markets Daniel M. Ringel and Bernd Skiera 20. User Profiling in Display Advertising Michael Trusov and Liye Ma 21. Dynamic Optimization for Marketing Budget Allocation at Bayer Marc Fischer and Sönke Albers Part VIII Case Studies and Applications in Public Policy 22. Consumer (Mis)Behavior and Public Policy Intervention Klaus Wertenbroch 23. Nudging Healthy Choices with the 4Ps Framework for Behavior Change Zoë Chance, Ravi Dhar, Michelle Hatzis, Michiel Bakker, Kim Huskey and Lydia Ash 24. Field Experimentation: Promoting Environmentally Friendly Consumer Behavior Noah J. Goldstein and Ashley N. Angulo 25. Regulation and Online Advertising Markets Avi Goldfarb 26. Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime Keiko I. Powers 27. Applying Structural Models in a Public Policy Context Paulo Albuquerque and Bart J. Bronnenberg Part IX Case Studies and Applications in Litigation Support 28. Avoiding Bias: Ensuring Validity and Admissibility of Survey Evidence in Litigations Rebecca Kirk Fair and Laura O’Laughlin 29. Experiments in Litigation Joel H. Steckel 30. Conjoint Analysis in Litigation Sean Iyer 31. Conjoint Analysis: Applications in Antitrust Litigation Michael P. Akemann and Rebecca Reed-Arthurs and J. Douglas Zona 32. Feature Valuation Using Equilibrium Conjoint Analysis John R. Howell, Greg M. Allenby and Peter E. Rossi 33. Regression Analysis to Evaluate Harm in a Breach of Contract Case: The Citri-Lite Company, Inc., Plaintiff v. Cott Beverages, Inc., Defendant Rahul Guha, Darius Onul and Sally Woodhouse 34. Consumer Surveys in Trademark Infringement Litigation: FIJI vs. VITI Case Study T. Christopher Borek and Anjali Oza 35. Survey Evidence to Evaluate a Marketing Claim: Skye Astiana, Plaintiff v. Ben & Jerry’s Homemade, Inc., Defendant Alan G. White and Rene Befurt 36. Machine Learning in Litigation Vildan Altuglu and Rainer Schwabe Index

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Book SynopsisIdentifying customer loyalty as a crucial success factor in contemporary marketing thinking and practice, this innovative Handbook incorporates a rich collection of perspectives on the current topics and research-driven practices in the field. Leading scholars offer an insightful reimagining of the research methods, metrics, and designs for the future of measuring and predicting customer loyalty.The Handbook recognises loyalty as a strategic asset, and analyses incentive structures such as loyalty-based learning, gamification, and automaticity to track the evolution of customer loyalty programmes. Examining the impacts of globalization and cutting-edge technologies on the customer loyalty journey, it identifies an increase in customer defection and a rapid erosion of single-brand loyalty. Forward-thinking, it concludes by reflecting on how trends like voice technology, augmented reality, and influencer marketing will shape the domain of customer loyalty in the future.Gathering together contemporary concepts, practice, measures and challenges to inform future research, this Handbook will prove an enlightening read for students and scholars of marketing, business and management, and psychology. Its illustrative case studies will also prove invaluable for practitioners in a diverse range of fields looking to future-proof and reimagine their loyalty strategies.Trade Review‘The Handbook of Research on Customer Loyalty is a must have for loyalty practitioners. This treasure chest of insights from some of the world's leading authorities in loyalty marketing combines cutting edge theoretical concepts with practical illustrations and operational know-how.’ -- Ryan Faithfull, Global Offering Manager - Know Your IBM (KYI)‘Finally a book that effectively blends academic concepts and theories, with future predictions, real life insights and case studies in loyalty marketing. I really loved the pragmatic and common sense approach which is exactly what businesses are looking for now when trying to build customer loyalty. The Handbook of Research on Customer Loyalty is a must have for any person who is operating a loyalty program or interested in the concept of customer loyalty. This is a really valuable tool carefully curating insights on relevant topics within loyalty marketing research from some of the world's leading experts. A must have!’ -- Tony Wood, Senior Partner, Mercer & Managing Director Continental Europe, Mercer Marsh Benefits, UK‘Debbie Keeling, Ko de Ruyter, and David Cox—in collaboration with 45 colleagues from around the world—bring an overview of the state of research-driven customer-loyalty practice, offer insights in research methods, metrics, and designs for measuring customer loyalty, put forward observations on programmatic approach to customer loyalty, and, finally, attempt to reimagine customer loyalty research. I especially appreciated the six chapters at the end of the Handbook, as they offer interesting avenues for future research on customer loyalty. I am confident in predicting the Handbook will be a valuable resource for scholars and practitioners alike. Kudos all around to the team behind the Handbook.’ -- Adam Lindgreen, Copenhagen Business School, Denmark and University of Pretoria, South AfricaTable of ContentsContents: 1 Introduction to the Handbook of Research on Customer Loyalty 1 Debbie I. Keeling, Ko de Ruyter and David Cox PART I PUTTING CUSTOMER LOYALTY INTO PERSPECTIVE – THE STATE OF RESEARCH-DRIVEN PRACTICE 2 A review of perspectives on customer loyalty 5 Kathy A. Keeling 3 A twenty-year review of brand and customer loyalty patents and academic literature 23 Charles V. Trappey, Amy J. C. Trappey, Annie A. S. Li and Richard Feinberg 4 The customer loyalty journey – technology enabled loyalty touchpoints 42 Mathew Chylinski and Jonas Heller 5 Customer loyalty – an international perspective 55 Aqeel Faisal A. Kadasah 6 Ethical dilemmas in terminating undesired (loyal) customers 70 Ting Yu and Michael Schwartz PART II RESEARCH METHODS, METRICS AND DESIGNS FOR CUSTOMER LOYALTY 7 Customer experience measurement: implications for customer loyalty 83 Francisco Villarroel Ordenes, David Díaz Solis and Dennis Herhausen 8 Capturing complex, dynamic customer loyalty by integrating traditional and big data analyses 95 Ce (Jacky) Mo and Ting Yu 9 Voice in customer loyalty research 107 Bitty Balducci and Detelina Marinova 10 Predictive approaches to customer loyalty: the impact of missing data on the predictability of customer loyalty models 129 Dominik M. Piehlmaier 11 Customer disloyalty: an interactive introspection 142 Maja Golf-Papez and René Moolenaar PART III PROGRAMMATIC APPROACHES TO CUSTOMER LOYALTY 12 The rewards portfolio 153 David Cox 13 Loyalty-Based Learning (LBL) in channel enablement programmes 164 Debbie I. Keeling and Ko de Ruyter 14 Play, games and gamification: possibilities for customer loyalty 173 Joey Lam, Karen Robson, Kirk Plangger, Jan Kietzmann, Ian McCarthy and Leyland Pitt 15 In search of loyalty programme soft benefits: a social capital perspective 189 David Cox 16 Nudging and marketing communications: a regulatory focus perspective 202 Ilia Protopapa and Stavros P. Kalafatis 17 Loyalty programmes: cases in points 216 David Cox 18 Habitual behaviour: design for automaticity during customer loyalty decisions 228 Dominik Mahr, Tim Hilken and Timna Bressgott 19 The journey from non-audiences to loyal audiences: a case study of a performing arts theatre 244 Yu-Chien Chang and Dirk vom Lehn PART IV REIMAGINING CUSTOMER LOYALTY RESEARCH 20 Six dilemmas for customer loyalty and sustainability 258 Fatima Wang 21 Building customer loyalty with augmented reality: current and future trends 274 Tim Hilken, Dominik Mahr and Dai-In Danny Han 22 Fostering customer loyalty using technology 291 Elisa B. Schweiger and Dhruv Grewal 23 If you post, they will follow: understanding the dynamics of the influencer marketing industry 306 Gillian Brooks and Mikołaj Piskorski 24 Role of AI in enhancing customer engagement, loyalty and loyalty programme performance 316 Choukri Menidiel, Linda D. Hollebeek, Anu Leppiman and Iivi Riivits-Arkonsuo 25 Redefining consumer relationships through voice technologies 332 Matteo Montecchi, Kirk Plangger, Anouk de Regt and Adam J. Mills Index

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Book SynopsisWe are living in a new machine age offering unique opportunities, particularly for generating customer insights, which is radically transforming the way business value is created. Across industries, players are affected by the pace of progress of machine learning tools, novel technologies, and the abundance of data. These developments require mastering new capabilities. The Machine Age of Customer Insight explains the transformation of customer insights and demonstrates the growing impact of machine learning. Thought leaders from renowned universities in the US and Europe as well as from different industries provide a comprehensive overview. Addressing both academics and practitioners, they discuss the transformation, cutting edge tools, and success factors to thrive in the new age. The book shows how machine learning helps to understand customers better and faster. It supports everyone who considers the machine age a great opportunity to gain a competitive advantage by transforming customer insights into business value.Table of ContentsIntroduction; Martin Einhorn, Michael Löffler, Emanuel de Bellis, Andreas Herrmann, and Pia BurghartzChapter 1. Transformation of Customer Insights; Martin Einhorn and Michael Löffler Chapter 2. Intelligent Applications in the Modern Sales Organization; Gilberto Picareta, Martin Kloehn, and Eugenie Weissheim Chapter 3. Voice and Facial Coding in Market Research; Niels Neudecker, Deepak Varma, David Wright, and Robert Powell Chapter 4. Machine-Driven Content Marketing; Javiera M. Guedes, Akinbami Akinwale, and María Requemán Fontecha Chapter 5. Leveraging Customer Insights with 5G; Marco Ottawa Chapter 6. Overview of Machine Learning Tools; Brett Lantz Chapter 7. Neural Networks and Deep Learning; Hongming Wang, Ryszard Czerminski, and Andrew C. Jamieson Chapter 8. Classification Using Decision Tree Ensembles; Jochen Hartmann Chapter 9. Text Analytics and Natural Language Processing; Ted Kwartler Chapter 10. A Step-By-Step Guide for Data Scraping; Reto Hofstetter Chapter 11. Data Privacy: A Driver for a Competitive Advantage; Timo Jakobi, Max von Grafenstein, and Thomas Schildhauer Chapter 12. Data Collection: Welcome to the Experience Economy; David Mingle Chapter 13. Data Growth: Generating Business Value with Cloud Services; Gerrit Kazmaier Chapter 14. Data Competitions: Crowdsourcing With Data Science Platforms; Jenny Lena Zimmermann Chapter 15. Data Processing: Kontosensor as an Application of Predictive Analytics; Raimund Blache, Lars Fetzer, René Michel, and Tobias von Martens Chapter 16. Data Visualization: The Power of Storytelling; Ted Frank

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Book SynopsisBringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders. Chapters contribute to clarifying the ontological and epistemological assumptions underlying brand co-creation, gaining deeper insights into the co-creation of intangible and tangible brand assets, as well as uncovering the ethical implications of brand co-creation. The impressive selection of contributors also foreshadow and critically reflect on possible future developments related to brand co-creation, and illustrate practical applications in the form of case studies. In an ever more interconnected business environment, this timely Research Handbook will be an ideal read for students studying courses related to branding, marketing, innovation and business ethics. It will also be welcomed by scholars conducting research in these fields, as well as practitioners and managers implementing co-creation strategies.Trade Review‘Brand co-creation is an idea that has arrived and the compilation of insights and ideas from leading academics offers a welcome and stimulating perspective.’ -- David Aaker, author of Owning Game-Changing Subcategories‘The processual view on branding is strongly reinforced by this impressive collection of chapters on branding as co-creation – a splendid, international group of authors bring forth a plethora of perspectives that is bound to enrich future discussions and research on brands and branding.’ -- Søren Askegaard, University of Southern Denmark, Denmark‘I fully recommend this Research Handbook to anyone interested in branding and co-creation. The editors have assembled some of the finest thinkers from a diverse range of theoretical perspectives to explore how brand meaning is co-created between marketers, employees, customers, influencers, communities, and other stakeholders, across a range of industry and national contexts.’ -- Michael Beverland, University of Sussex Business School, UK‘Brands aren’t created any more. They’re co-created by a combination of contributing consumers, curating corporations, and a constellation of complementary collaborators. Chock-a-block with challenging ideas, this co-created book contains everything you need to know about brand co-creation.’ -- Stephen Brown, Ulster University, UK‘Creating brands in the boardroom without any collaborative input from customers and other key stakeholders is becoming increasingly passé. This Research Handbook provides an excellent collection of papers that represent the latest evidence-based thinking on brand co-creation, combined with best practice cases for brand co-creation’s successful implementation. No doubt, this is a must read for brand researchers and managers alike!’ -- George Christodoulides, American University of Sharjah, United Arab Emirates‘A really comprehensive Research Handbook providing an authoritative critical reflection and in-depth analysis on brand co-creation and its ethical implications. This topic is of great importance in the digital age where companies and customers are strongly connected and are part of a larger digital ecosystem.’ -- Margherita Pagani, SKEMA Business School, France‘The modern consumer increasingly feels a greater connection to the brand than that of just being the passive customer. This learned work on brand co-creation examines this phenomenon from multiple angles. I am pleased that the work investigates not just traditional f.m.c.g products as brands but also personalities and ideas as branded entities. In addition, all branding is not positive and the text takes us to the darker side of branding as a reminder that the study of brands is not unambiguous.’ -- Stuart Roper, University of Huddersfield, UK‘A timely addition to a growing research field that is shaping the future of consumption and brand practices. The Research Handbook on Brand Co-Creation will be equally valuable to scholars looking for a comprehensive starting point in a fragmented field, and to advanced scholars looking to deepen their understanding of current research trends in the co-creation literature. The Handbook critically discusses co-creation from complementary perspectives, from epistemological aspects to ethical ones. A remarkable tour de force, the Handbook gathers cutting-edge insights from an international team of authors shaping current co-creation research.’ -- Benjamin G. Voyer, ESCP Business School, UKTable of ContentsContents: Preface xxiv PART I THE ONTOLOGY AND EPISTEMOLOGY OF BRAND CO-CREATION 1 A conceptual analysis of labels referring to brand co-creation 2 Jaana Tähtinen and Kati Suomi 2 Establishing the boundaries of brand co-creation 32 Catherine da Silveira and Cláudia Simões 3 Brands as co-creational lived experience ecosystems: an integrative theoretical framework of interactional creation 47 Venkat Ramaswamy and Kerimcan Ozcan 4 Reassessing brand co-creation: towards a critical performativity approach 65 Andrea Lucarelli, Cecilia Cassinger and Jacob Östberg PART II CO-CREATION OF INTANGIBLE BRAND ASSETS 5 Co-creation of intangible brand assets: an integrative S-D logic/organic view of brand-based conceptual framework 80 Victor Saha, Venkatesh Mani, Praveen Goyal and Linda D. Hollebeek 6 Co-creation or co-destruction? Value-based brand formation 90 Andrea Hemetsberger, Maria Kreuzer and Hans Mühlbacher 7 Dealing with discrepancies of a brand in change: recomposition of value and meanings in the network 105 Anu Norrgrann and Saila Saraniemi 8 The role of brand-facing actors in shaping institutions through brand meaning co-creation 122 Kieran D. Tierney, Ingo O. Karpen and Kate Westberg 9 Co-creation of multi-sensory brand experiences: a manufacturer perspective 138 Clarinda Rodrigues, Andreas Aldogan Eklund, Adele Berndt and Susanne Sandberg 10 B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global 153 Christian Dam and Dannie Kjeldgaard PART III CO-CREATION OF BRAND OFFERINGS 11 Freedom and control in brand co-creation communities 167 Nicholas Ind and Oriol Iglesias 12 Exploring the brand co-creation–brand performance linkage and the roles of innovation and firm age: resource-based and dynamic capabilities views 177 Ahmed Rageh Ismail 13 Toward a co-creation approach to nation branding: an integrative framework 198 Mai T. Pham and Roderick J. Brodie 14 The dark side of brand co-creation: a psychological ownership perspective 218 Fabian Bartsch and Bart Claus PART IV ETHICAL IMPLICATIONS OF BRAND CO-CREATION 15 The universal moral standards and the ethics of co-creation 241 Sumire Stanislawski 16 Co-creation of conscientious corporate brands – facilitating societal change towards sustainability: a structured literature analysis 256 Christine Vallaster and Philip Lechner 17 Organizational citizenship behaviour principles: a guide for employees and customers in the brand value co-creation journey 274 Maja Arslanagić-Kalajdžić and Vesna Babić-Hodović 18 “We look within... So we can look up” – towards a nonviolent ethics of human brand co-creation 291 Monica Porzionato and Cecilia Cassinger 19 The ethics of conspicuous virtue signaling: when brand co-creation on social media turns negative 303 Ulf Aagerup PART V CRITICAL REFLECTIONS ON THE FUTURE OF BRAND CO-CREATION 20 Brand co-creation and degrowth: merging the odd couple 317 Feyza Ağlargöz 21 Brand co-creation management in the light of the social-materiality approach 337 Géraldine Michel and Valérie Zeitoun 22 Violent brands: from neoliberal vessels to far-right fantasies 348 Sofia Ulver PART VI CASE STUDIES ON BRAND CO-CREATION 23 Alternative methods to study affective information processing in brand co-creation 359 Monika Koller and Peter Walla 24 Prolonging the shared project value of surplus co-creation 367 Yun Mi Antorini and Gry Høngsmark Knudsen 25 The iconization of Greta Thunberg: the role of myths in co-creating a person brand 374 Teresa Brugger and Verena E. Wieser 26 Finding new product ideas at Eisenbeiss: integrating non-frontline employees into co-creation processes 381 Oliver Koll 27 Turning lead into gold: from weighty consumer feedback to co-creation 387 Peter Espersen Closing remarks 393 Index 394

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Book SynopsisOffering a critical approach to youth marketing, this comprehensive book provides a framework to better understand the mechanisms that shape youth consumption cultures and behaviours. The ideas investigated include how to advertise to digital natives, how to engage young customers, and why digital natives adopt or reject brands. Youth Marketing to Digital Natives introduces a youth consumption culture perspective that captures the paradoxical and emotion-driven behaviours of young consumers while offering insight into the impact of social media, advertising and age segmentation. Wided Batat explores concepts such as fun culture, youth identity fragmentation, juxtaposition and virtual consumption, as well as examples of companies and brands that target the youth market. Providing the reader with new market research tools to study digital natives, this book will be a welcome companion for students and researchers with an interest in marketing and consumer research. This will also be an interesting read for businesses and scholars looking to develop their knowledge of youth consumption culture and digital natives.Trade Review‘Based on solid original research, Dr. Batat has crafted a must-read for anyone who must understand pre-teens and teenagers. Her results point to a new approach for marketing, whether promoting products or healthy choices, a new approach that takes into account the sometimes-rapid changes that young people go through. Practical and thorough, with clear recommendations and case studies.’ -- Jeff Tanner, Old Dominion University, USTable of ContentsContents: Introduction to Youth Marketing to Digital Natives 1. Why youth culture beats age segmentation when it comes to marketing to young consumers 2. From age segmentation to “segmenculture”: introducing a new segmentation method based on the youth culture criterion 3. How do youth become consumers? Exploring consumer socialization from childhood to youthhood 4. Are digital natives competent or vulnerable consumers? A challenge for brands targeting the youth market 5. Consumption, brands, co-creation, and empowerment in youth cultures: how can businesses capture the creative potential of digital natives? 6. Digital natives and social media use in youth cultures: what should brands know about blogging? 7. Advertising to digital natives: a hybrid and disruptive way to communicate 8. How are brands designing attractive customer experiences to connect with digital natives? 9. How to study youth consumption cultures: towards immersive market research tools 10. Are digital natives eco-friendly consumers? Conclusion

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Book SynopsisFast track route to mastering market research Covers key market research techniques, from asking the right questions and using statistics to analysing data and acting on the information Examples and lessons from benchmark companies in publishing, consumer goods, brewing and others Includes a glossary of key concepts and a comprehensive resources guide ExpressExec is a unique business resource of one hundred books. These books present the best current thinking and span the entire range of contemporary business practice. Each book gives you the key concepts behind the subject and the techniques to implement the ideas effectively, together with lessons from benchmark companies and ideas from the world's smartest thinkers. ExpressExec is organised into ten core subject areas making it easy to find the information you need: 01 Innovation 02 Enterprise 03 Strategy 04 Marketing 05 Finance 06 Operations and Technology 07 Organizations 08 Leading 09 People 10 Life and Work ExpressExec is a perfect learning solution for people who need to master the latest business thinking and practice quickly.Table of ContentsIntroduction to Express Exec Introduction What Is Market Research? The Evolution of Market Research The E-Dimension The Global Dimension The State of the Art In Practice Key Concepts and Thinkers Resources Ten Steps to Making Market Research Work Frequently Asked Questions (FAQs) Acknowledgements Index

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Book SynopsisConsumers' planned behaviour is often very different to what is actually carried out. Consumer plans can relate to four behaviours: planned and done (deliberate strategies), planned and not done (unrealized strategies), unplanned and done (emergent strategies) and unplanned and not done (unused strategies). This book examines alternative theories and the empirical testing of how planning relates to doing. It considers tourist spending, length of stay, attractions, destinations, accommodation and activities and looks at how marketing strategies affect consumer plans.Table of ContentsPART I: 1:Ecological Systems in Lifestyle, Leisure, and Travel Behavior 2: Qualitative Comparative Analysis of Travel and Tourism Purchase-Consumption Systems 3: Holistic Case-Based Modeling of Customers' Thinking-Doing Destination Choice Introduction PART II: 4:Introduction to the Theory and Investigation of Planned and Realised Consumer Behavior 5: Summary of Findings 6: Research Objectives and Theoretical Framework 7: Research Method 8: Variations Between Planned and Realised Behaviors 9: Influence of Product Information on Planned and Realised Consumption Activities 10: Influence of Consumer Characteristics On Planned and Realised Behaviors 11: Strategic Implications and Discussion

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Book SynopsisMeasurement in Marketing Research investigates latent variables in marketing, focusing on current paradigms as well as recently suggested alternative concepts. The book proposes a unified scientific definition of measurement that allows for testing the hypothesis of the real existence of a latent variable.Thomas Salzberger analyses current measurement approaches in terms of their compliance with the scientific requirements of measurement. He reaches the conclusion that the predominantly applied practices, to a varying extent, suffer from substantial shortcomings, and suggests an alternative framework of measurement based on the philosophy of Rasch modelling. In the Rasch model great importance is attached to the mathematical principles of measurements, which take precedence over 'flexibility' in terms of accommodating idiosyncrasies of the data. The Rasch model promises to narrow the gap between the quality of measurement in the natural sciences and in the social sciences. The future of measurement in marketing is about to be set. This book aims to raise researchers' awareness of measurement issues and to contribute to a transfer of knowledge from psychometrics into marketing research. Marketing researchers and postgraduate students will find this book invaluable.Trade Review'Thomas Salzberger has written an important book that discusses measurement in a very innovative way. He raises some crucial questions and, more importantly, provides meaningful answers, using real examples to add depth to the discussion. This is an important book for all business researchers, but particularly for those involved in cross-cultural and cross-national research. I strongly recommend the book to doctoral students, beginning researchers and experienced researchers who are interested in thinking about measurement differently.' -- Geoff Soutar, University of Western Australia'The book is a ground breaking contribution to psychometric measurement in scientific marketing research. It fundamentally challenges the traditional approaches by conceptually as well as empirically demonstrating that item response theory allows for a better assessment of latent variables. The new agenda of scale development and scale analysis is explicated in an easy to follow step by step manner. Dr. Salzberger's study provides a thought-provoking and hands on access for students and faculty alike to an innovative tool-box of measurement techniques.' -- Hartmut H. Holzmuller, TU Dortmund University, GermanyTable of ContentsContents: Preface 1. Quantitative Research in Marketing 2. Contemporary Measurement in Marketing Research 3. New Contributions on Measurement in Marketing 4. The Requirements of Measurement 5. A New Agenda of Measurement in Marketing 6. Scientific and Practical Marketing Research 7. Empirical Examples 8. Conclusions and Discussion References Index

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Book SynopsisThis major reference book provides an authoritative analysis and survey of consumer research and economic psychology. It provides an international, in-depth overview of the present state of knowledge and theory which will be indispensable to students, researchers and practitioners.The Companion presents over 100 specially commissioned entries on important topics in consumer research and economic psychology from behaviourism and brand loyalty to trust and the psychology of tourism. Leading scholars in the fields provide stimulating insights into the area as well as summarising existing knowledge. Readers will find entries both on new topics that have rarely been considered in the framework of consumer research or economic psychology and on topics that have long been considered important in these disciplines.The book will ably meet the needs of undergraduate and graduate students in business administration, economics, marketing and psychology, as well as informing researchers and practitioners in those disciplines.Trade Review'. . . a generous selection of essays that many will find useful to refresh a faded memory, to grasp an overview of an unfamiliar subject, or to clarify misunderstood or confusing issues. Earl and Kemp have relied on the expertise of a wide selection of scholars to compile a timely and useful resource that can best be described as a short encyclopedia. . . . a readable, authoritative, and diverse research tool. The index is comprehensive and useful. The articles are clearly written. Each is referenced with a set of essential sources for further study. Marketing needs such resources for students and scholars alike. The Elgar Companion can be a good starting point for a student (or professor) who could start learning about a new topic by consulting one of these articles.'

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Book SynopsisGlobalization is a leading force for industry worldwide, especially the new technology sector. This presents both problems and opportunities in the emergence of a new type of consumer and the effects of globalization on industry in terms of culture, economics, marketing, and social issues at every scale from local to global. The main aim of the book is to enhance the reader’s knowledge – especially from a multidisciplinary perspective rather than from an individual functional perspective – of international consumer behaviour. It also explores the role of globalization in the evolving world of the new technology sector and provides an overview of the development of international consumer behavior from historical, geographical and social perspectives, while focusing on new technology products and services. Professionals, students and researchers working in the fields of new technologies and information and communication technologies (ICT) as well as specialists of marketing and management are the target audience for this book. At the same time, the book will be pitched at a level so as to also appeal to a more general readership interested in globalization.Table of ContentsIntroduction xiii PART 1. Topics of Themes 1 Chapter 1. E-Travel Agents Selling to Ethnic Customers 3 Euler G.M. de SOUZA and Tunc MEDENI 1.1. Introduction 3 1.2. Market structure 5 1.3. Customer relationship through the Internet 9 1.4. Electronic distribution channel 10 1.5. Services marketing 11 1.5.1. Management of the service delivery process 11 1.5.2. Nature of interaction between consumers and suppliers 12 1.6. Relationship marketing 14 1.7. Hypotheses and findings 18 1.7.1. Hypotheses 19 1.7.2. Findings 22 1.8. Conclusions, limitations and future research 23 1.9. References 25 Chapter 2. Local Advertising over the Product Life Cycle: The Product-Consumer Relationship in the International Context 29 Saku MAKINEN and Hanna-Kaisa DESAVELLE 2.1. Introduction 29 2.2. Background and objectives 30 2.3. Theoretical framework 33 2.3.1. Pronouns as relationship building units 34 2.3.2. Advertising and personal and possessive pronouns 35 2.4. Data and methods 36 2.5. Results and contribution 38 2.5.1. Mobile phones 39 2.5.2. Digital cameras 43 2.5.3. DVDs 44 2.6. Conclusions and limitations 47 2.7. References 49 Chapter 3. Culture and Diversity: A New Approach of Management 53 Chantal AMMI 3.1. Introduction 53 3.2. The notion of culture 54 3.2.1. Definition, content and properties 54 3.2.2. Properties, functions and process 55 3.3. Culture and globalization 55 3.3.1. Culture: orientation of values 56 3.3.2. Culture: a solution for global problems 56 3.4. Multiculturalism and the global economy 58 3.4.1. Global companies 58 3.4.2. Countries with ethnic, cultural, religious and linguistic diversity 60 3.4.3. Countries with imported ethnic minorities 62 3.4.3.1. Integration or assimilation? 62 3.4.3.2. Ethnic marketing 63 3.5. Conclusion 65 3.6. References 65 Chapter 4. Is Behavior Prone to Social Influence? 67 Toufik KHARBECHE and Kaouther JELASSI 4.1. Introduction 67 4.2. The problem 68 4.3. Theoretical view: a psychoanalytical “interactionist” diagram 68 4.4. Culture in the sociological sense 69 4.5. Does behavior result from social identity? 70 4.6. Behavior and collective conscience 70 4.6.1. Social psychology 71 4.6.2. Cognitive approach of the individual: the personal and mechanical behavior of the individual 72 4.6.3. Phenomenological approach of the individual: individualist dominant of the behavior 72 4.6.4. Phenomenological approach of the social individual: priority of the interests of the group 73 4.7. Behavior: from individual identity to social identity 73 4.7.1. Covariance model 75 4.7.2. Social identity: the origin of social behavior 75 4.7.3. Social identity and membership group 76 4.7.4. The social link: regulator of community behavior 77 4.7.5. The social status of the individual: factor of specific behaviors 78 4.7.6. Social status: conformist behavior – a source of social cohesion? 79 4.7.7. Deviance facing social standards: non-conformist behavior 80 4.8. Conclusion 80 4.9. References 82 PART 2. Applications at the National Level 85 Chapter 5. The Gender Approach to Understanding Time-Saving Durables Buying: Tunisian Women in 2000 87 Rafika BEN GUIRAT 5.1. Introduction 87 5.2. Gender approaches in marketing 89 5.2.1. Gender orientation of the roles/ideology of gender 90 5.2.2. Women’s remunerated work 92 5.3. Housework 94 5.4. Assumptions of the research 96 5.4.1. “Family addicted” women 99 5.4.2. Resigned women 100 5.4.3. Consensual women 100 5.4.4. “Avant-gardist” women 101 5.5. Summary of results 101 5.6. Conclusion 103 5.7. References 104 5.8. Appendix 107 Chapter 6. The Cultural Impact on Changes in Consumption: Lithuania and Bulgaria 109 Jadvyga CIBURIENE and Anastasiya MARCHEVA 6.1. Introduction: globalization and culture 109 6.2. Material determinant for consumption 111 6.3. National culture values 112 6.4. Material culture 115 6.5. Changes in consumption 116 6.6. Conclusion 122 6.7. References 122 Appendix 1: Lithuania and Bulgaria basic characteristics in 2004 124 Chapter 7. Country of Origin: Perceptions and Attitudes of Portuguese Consumers 125 Ana LISBOA 7.1. Introduction 125 7.2. Country of origin effects on consumer behavior 127 7.2.1. Country of origin effects defined 127 7.2.2. Halo or summary 128 7.2.3. The importance of the country of origin 129 7.2.4. Factors influencing the attitude towards the country of origin 130 7.3. Research hypotheses 131 7.4. Empirical analysis 133 7.4.1. Sample 134 7.4.2. Instrument 136 7.5. Results 136 7.6. Discussion 139 7.7. Concluding comments 143 7.8. References 144 Chapter 8. Consumer Shopping Behavior Online: The Case of Spanish Web Users 147 Carla RUIZ MAFE and Silvia SANZ BLAS 8.1. Introduction 147 8.2. Online buyers worldwide 148 8.3. Key drivers of global consumer shopping behavior online 152 8.3.1. Demographics 152 8.3.2. Internet experience 154 8.3.3. Browsing behavior 154 8.3.4. Shopping orientations 155 8.3.4.1. Convenience and time saving 155 8.3.4.2. Access to products unavailable in the local market 156 8.3.4.3. Variety and range of products 156 8.3.4.4. Price reductions 157 8.3.4.5. Adapting marketing programs 157 8.4. The case of Spanish e-shoppers 159 8.4.1. Methodology 159 8.4.2. Results 160 8.5. Conclusions and managerial implications 167 8.6. References 170 Chapter 9. The New, Improved, Indian Consumer 175 Partho GANGULY 9.1. Understanding the billion minds 175 9.1.1. Income growth 178 9.1.2. Affordability growth 178 9.1.3. Obsession of education- and health-consciousness advances 180 9.1.4. Entertainment 181 9.2. A springboard for more consumption 182 9.3. A new consumption push for 2006–07 184 9.3.1. The rising middle class in India 188 9.4. Impact on marketing 188 9.4.1. Required: mature market strategies 188 9.5. Conclusion 192 9.6. References 192 Chapter 10. Globalization and Consumer Behavior: A Case Study of Cell Phone Owners in India 195 Velan NIRMALA and U. DEVASENADHIPATHI 10.1. Introduction 195 10.2. Data and methodology 199 10.3. Empirical results and discussions 202 10.4. Conclusion 213 10.5. References 214 10.6. Appendix 217 Chapter 11. Factors Affecting Technology Adoption in India: A Consumer-Based View 219 Atanu ADHIKARI and A.K. RAO 11.1. Introduction 219 11.2. History of diffusion of innovation 220 11.3. A theoretical framework 223 11.4. Adoption of electronic banking service innovations 223 11.5. Data 225 11.5.1. Measures and scaling 225 11.5.2. Analysis 225 11.5.3. Factor analysis 226 11.6. Discussion and conclusion 227 11.7. References 227 11.8. Appendix 230 Chapter 12. Chinese Culture and Chinese Consumer Behavior 237 Lei TANG 12.1. Introduction 237 12.2. The cultural difference between China and the West 239 12.3. Chinese traditional culture and its values 241 12.3.1. Confucianism and core beliefs 241 12.3.2. Taoism 243 12.3.3. Buddhism 245 12.4. Some essential aspects of Chinese culture 247 12.4.1. Group orientation 247 12.4.2. Guanxi is one of the secrets to success in China 248 12.4.3. The Chinese are superstitious 250 12.5. Who are the major customers in China? 250 12.6. Brand effect on Chinese consumer behavior 253 12.7. Managerial implications and suggestions 254 12.8. Discussion and limitations 256 12.9. Conclusion 257 12.10. References 257 Chapter 13. Modeling the Indicators of Purchasing Behavior Toward Counterfeits: An Exploratory Study in China 263 Sindy CHAPA and Monica D. HERNANDEZ 13.1. Introduction 263 13.2. Hypotheses development 264 13.2.1. Risk perception 264 13.2.2. Brand parity 265 13.2.3. Susceptibility to Normative Influence (SNI) 265 13.2.4. Value-expressive function 266 13.2.5. Conceptual model 267 13.3. Research design 267 13.3.1. Data collection 267 13.4. Data analysis 268 13.4.1. Assessment of the measurements 268 13.4.2. Results 269 13.4.2.1. Model testing 269 13.4.2.2. Hypotheses testing 269 13.5. Discussion 269 13.6. References 271 List of Authors 275 Index 279

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Book SynopsisEvery marketer knows the stories of Lord Lever and Steve Jobs, has probably read Al Ries and Jack Trout, and seen the works of Bill Bernbach and John Hegarty. What’s interesting about these ‘Masters of Marketing’ is that they are all men. In Katy Mousinho’s and Giles Lury’s Wonder Women are the stories of some of the women who have had a tremendous influence on the marketing industry, like Brownie Wise, who transformed Tupperware and Mary Wells Lawrence, who founded the advertising agency Wells, Rich, Greene. There are interviews with the co-founder of Dunnhumby, the data behind the Tesco Clubcard - Edwina Dunn OBE, Senior Vice President, Arla Foods Denmark, previously the only female country CEO in Carlsberg - Helle Muller Petersen and many more.  Mousinho and Lury pull together the findings, not only to celebrate their success, but to provide insights for the future of marketing and the great marketers, women and men, to come.

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Book SynopsisThis book is for managers and would-be managers who need to upgrade their knowledge of digital marketing. Told from the perspective of marketing strategy, it puts digital marketing in the context of firm strategy selection. The first step in digital marketing is to understand your company and your brand. The next step is to put content and keywords on your web and mobile sites so that they can be found in search. Then use the delivery platforms of digital content, e-mail, social, and mobile, to deploy that content to the customer. The final topics in the book focus on the importance of data management and privacy as well as the emerging roles of analytics, artificial intelligence and marketing automation. Without quality data, no digital marketing program can be successful. This data can then be used in data analytics applications for predictive modeling. After reading this book, the reader will have a good idea of where to start on the path to an integrated digital marketing management strategy. Each chapter concludes with a list of action steps or “what to do next” to get started on implementing a digital marketing strategy as well as review questions and key terminology.

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Book SynopsisUnderstanding and predicting the behaviour of decision makers when choosing among discrete goods has been one of the most fruitful areas of applied research over the last thirty years. An understanding of individual consumer behaviour can lead to significant changes in product or service design, pricing strategy, distribution channel and communication strategy selection, as well as public welfare analysis. This graduate and practitioner guide, first published in 2000, deals with the study and prediction of consumer choice behaviour, concentrating on stated preference (SP) methods - placing decision makers in controlled experiments that yield hypothetical choices - rather than revealed preferences (RP) - actual choices in the market. It shows how SP methods can be implemented, from experimental design to econometric modelling, and suggests how to combine RP and SP data to get the best from each type. The book also presents an update of econometric approaches to choice modelling.Trade Review' … recommended to anyone interested in stated choice models, for example graduate students in search of an interesting thesis project or advanced researchers tackling a policy problem. … also a valuable source for those wishing to update their knowledge of econometric choice modelling and analysts working in the applied policy evaluation profession.' Journal of Applied EconometricsTable of Contents1. Choosing as a way of life; Appendix A1. Choosing a residential telecommunications bundle; 2. Introduction to stated preference models and methods; 3. Choosing a choice model; Appendix A3. Maximum likelihood estimation technique; Appendix B3. Linear probability and generalised least squares models; 4. Experimental design; 5. Design of choice experiments; Appendix A5. 6. Relaxing the IID assumption-introducing variants of the MNL model; Appendix A6. Detailed characterisation of the nested logit model; Appendix B6. Advanced discrete choice methods; 7. Complex, non-IID multiple choice designs; 8. Combining sources of preference data; 9. Implementing SP choice behaviour projects; 10. Marketing case studies; 11. Transportation case studies; 12. Environmental valuation case studies; 13. Cross and external validity of SP models.

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a huge range and FREE tracked UK delivery on ALL orders.

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a huge range and FREE tracked UK delivery on ALL orders.

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a huge range and FREE tracked UK delivery on ALL orders.

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a huge range and FREE tracked UK delivery on ALL orders.

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a huge range and FREE tracked UK delivery on ALL orders.

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a huge range and FREE tracked UK delivery on ALL orders.

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a huge range and FREE tracked UK delivery on ALL orders.

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Book SynopsisInfluencer Marketing is the most important new approach to marketing in a decade for those professionals at the leading edge of purchasing decision making. It shows that key decision makers in all major markets operate within communities of influencers- because major decisions are too complex and risky to taken in isolation. The ecosystems' this creates are full of these critically important people, whose impact on purchasing decisions is both pivotal and misunderstood. This new book demonstrates that- As mass media impact wanes so the role of influencers grows - marketers need to know why and how to use this knowledge The impact of blogs, wikis and other social media is that they enable new influencers to emerge, and disperse traditional sources of influence. Large and small businesses worldwide pour billions of pounds each year into influencing what they think are their influencers. This bTrade ReviewBrown and Hayes have written a wonderful, well structured and easy to read page turner about a fascinating idea that should affect the way every thinking marketer should see the world. Christoph Kaderli, Vice President EMEA Marketing, Performance Management & Alliances at Cognos Ltd & CMO Council Europe Advisory Board Member."Today's market is truly 'always on'. This is having a dramatic impact on the way that we market and sell to our existing customers and prospects.Influencer Marketing provides an excellent reference on how you can drive and achieve significant change in your traditional mindset to ensure that you can address the new and dynamic challenges that now appear every day'.Ask yourself, 'Do I change or do more of the same? There is only one correct answer" . Jim Cassidy VP Marketing EMEA, BEA SystemsA thought provoking book that challenges the way we think and who we target. A must for any skilled marketer wishing to beat his competitor." Dr Anthony Marsella, Chief Marketing Officer Samsung Electronics and co-author "Marketing Revolution"."Cutting Edge Marketing at its best. This is a must read for any Technology Marketer" James Hart, Marketing Director, EMEA, Research In Motion(Blackberry)"If you think you know about marketing in the 21st century, press & analyst relations, the value of conferences, the buying cycle - think again.Influencer Marketing will make you question even your basic understanding of marketing, and who really wields power in the market place." Joe Barrett, Director, Strategic Marketing, Qualcomm Europe"This book explains why today's marketing model is a very different playing field. ROI is high on the agenda. The power of the network enables emphasis on 1:1 conversations and choice, dialogues and communities, which in turn leads to honesty and transparency in messaging." Jon Tutcher Head of Marketing, Sun Microsystems UK & Ireland"Influencer Marketing brings together common sense with some insightful ideas in a book that provides marketers with useful tips for extending their own influence." Ruth Mortimer, Editor, Brand Strategy Magazine“It is rare to find a marketing book which is useful from page one. Most provide useful maxims to include in presentations, but few back this up with practical approaches to use in anger in the workplace. Influencer Marketing has been invaluable in focusing my organisation on the invisible influencer". Robert Posner, European Marketing Director, Harte-HanksTable of ContentsForeword From ‘The Dip’ by Seth GodinPreface Nick HayesIntroduction xi Duncan Brown and Nick Hayes 1 Marketing is broken 2 What’s wrong with traditional marketing today? 4 Decision-maker ecosystems 5 How influence works 6 Who are your influencers? 7 Identifying and ranking influencers 8 Who should evaluate the influencers in your market? 9 Marketing to influencers 10 Good, bad and ugly influencers11 Marketing through influencers 12 Marketing with influencers 13 Evaluating influencer marketing 14 Influencer marketing and word of mouth 15 Social media – the new influence enablers 16 Influencing through social media 17 Influencing consumers 18 Influencers in consumer markets 19 How to structure influencer marketing in your organisation 20 Making influencer marketing work for your company 21 The future of influencer marketing Index

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Book SynopsisIn this book distinguished theorist and author Shelby D. Hunt analyzes the major controversies in the philosophy debates raging throughout the field of marketing. Using an historical approach, Hunt argues against relativism and for scientific realism as a philosophy for guiding marketing research and theory. He also shows how the pursuit of truth and objectivity in marketing research are both possible and desirable. Specific controversies analyzed in the book include: Does positivism dominate marketing research? Does positivism imply quantitive methods? Is relativism an appropriate foundation for marketing research? Does relativism imply pluralism, tolerance, and openness? Should marketing pursue the goal of objective research? An ideal companion to Hunt's classic text, Foundations of Marketing Theory, this volume will be equally useful on its own in any graduate level course on marketing theory.Table of Contents1: Introduction; 2: Natural Philosophy and the Rise of Science: From Plato to Hegel; 3: The Development of the Philosophy of Science Discipline: From Classical Realism to Logical Empiricism; 4: The Rise and Fall of Historical Relativism in Philosophy of Science; 5: Post-Relativistic Philosophy of Science; 6: On Science, Qualitative Methods, and Marketing Research; 7: On Truth and Marketing Research; 8: On Objectivity and Marketing Research; 9: On Scientific Realism and Marketing Research

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Book SynopsisCharities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic climate due to structural changes in society post Covid and pressure on disposable incomes. Charities need to transform and, in some cases, modernise for sustained increasing demand from their service users, they need to engage with a wider range of stakeholders, meet higher public expectations on transparency and governance, and compete for resources from existing as well as a continuous range of new competitors.This book brings together leading scholars to think about what is needed to future proof the non-profit sector in areas such as partnerships, collaborations, branding, communications, income generations and fundraising, stakeholder involvement and meeting the future needs of

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Practical Digital Marketing and AI Psychology explores how successful brands utilise both psychology and cutting-edge artificial intelligence technologies to maximise digital marketing strategies.Psychology has long been a foundation for successful marketing strategies, and evolving AI technologies are opening up new opportunities for marketers to help brands build trust and loyalty online. In this exceptional book, award-winning writer Jonathan Gabay delves into fascinating psychological digital marketing techniques and concepts, explaining the practical psychology and science you need to lift your marketing career to the next level. Gabay explores how new technologies can be harnessed to increase their impact significantly. The book provides practical tips and contemporary best-practice examples, including prompt engineering, the psychology behind mission statements and logo design, gamification, the possibilities and pitfalls of social media, among many more areas t

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Book SynopsisSocial Network Analysis and Text Mining for Big Data presents cutting-edge methods and tools that bridge the gap between text mining and social network analysis research while also providing new insights for analyzing (big) textual and network data. These tools are designed to cater to the needs of both business analysts and researchers to facilitate the creation of groundbreaking analytics.Beginning with clear definitions of social network analysis and text mining, this book benefits from a thoughtfully curated selection of methods and tools, drawn from the authorsâ extensive research in the field. The focus then shifts to demonstrate how the interplay between words and networks can unlock the full potential of big data analytics. A centerpiece of the book is the Semantic Brand Score (SBS), a versatile and powerful metric for assessing brand importance through text analysis. All of the above is corroborated and illustrated with practical applications and case studies showing the value of these analytics in supporting change and improved managerial decisions. It also introduces a specialized software tool which enables users to perform the analyses detailed in the text.This book is a must-read for business leaders, marketing professionals, policymakers, researchers, and university students. It offers practical insights and actionable advice for achieving increased performance of companies and societal actions. The writing is tailored to make complex concepts accessible to both experienced researchers and readers who are new to the field.

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Book SynopsisMichael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.Trade Review"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of material. It is well-structured, thoughtfully presented, instructively written and critically-evaluative. For the reader who wants to think about the complex, analytical and social processes of managing the strategic direction of the organisation, this book provides a comprehensive, instructive and reflective means from which to engage with the hows and whys of managing marketing strategy creation. No marketing student, practitioner or academic should be without it." - Dr. Lee Quinn, Director of Studies BA(Hons) Marketing, University of Liverpool, UKTable of ContentsPART I: MARKETING STRATEGY 1 1. Overview and Executive Summary 2. Marketing and Corporate Strategy 3. Marketing and Competition 4. Principles of Strategic Marketing Planning 5. Analytical Frameworks for Strategic Marketing 6. Marketing Intelligence Research for Marketing PART II: THE MARKETING APPRECIATION 7. Macro-environmental Analysis 8. Customer Analysis 9. Industry and Competitor Analysis 10. Internal (Self) Analysis 11. Matching – Putting it All Together 12. Market Segmentation PART III: MANAGING THE MARKETING MIX 13. The Marketing Mix 14. Product Service Policy and Management 15. Packaging and Design 16. Pricing Policy and Management 17. Distribution and Sales Policy 18. Integrated Marketing Communications 19. Branding PART IV: IMPLEMENTING MARKETING 20. Marketing in a Foreign Environment and Globalisation 21. Customer Care and Service 22. Developing a Marketing Culture 23. The (Short-term) Marketing Plan 24. Implementation and Control 25. Transformational Marketing.

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Book SynopsisJavier Marcos Cuevas is the Director of Custom Programmes, Executive Education and Senior Teaching Faculty at the University of Cambridge Judge Business School. His main areas of expertise and research are Professional Selling and Sales Management, Executive Education and Organizational Development. He has designed and delivered programmes globally and has also co-authored with Regis and Bill the book From Selling to Co-creating (BIS Publishers, 2014) and numerous academic and practitioner oriented articles and reports. Bill Donaldson is Research Professor of Marketing at Aberdeen Business School, Robert Gordon University, Aberdeen. His research interests are in selling, customer relationships and the management of sales operations.Régis Lemmens is the founder of Sales Cubes, a consulting firm which helps sales organizations to innovate and co-create value with their customers. He is also a professor in Sales and Sales Management and teaches at business schools in Belgium (Antwerp ManaTrade Review"A must-have book for students of sales management, lecturers and aspiring sales managers." - Peter Williams, Leeds Business School, Leeds Metropolitan University, UK "Professor Bill Donaldson, as always, offers a unique insight into selling and sales management. This book is a valuable resource for practitioners and students alike." - Dr Ken Le Meunier-FitzHugh, Birkbeck University of London, UK "This robust text describes the frameworks, principles and activities that underpin successful Sales Management today. Particularly welcome are the links to industry via case studies and observations of what sales organisations really do." - Tim Royds, Director, Highclere Sales Training and Consultancy "Professor Donaldson's updated text is a must for students on any marketing and management course. The principles of sales and marketing combined with excellent examples make this text an invaluable study guide." - Pauline A M Bremner, Aberdeen Business School, Robert Gordon University, UKTable of ContentsPART I: PRINCIPLES OF SALES MANAGEMENT 1. The role of selling and its development in the knowledge economy 2. Theories of buying and selling 3. Types of selling 4. Sales force organisation and deployment 5. Sales Leadership PART II: KEY PROCESSES IN SALES MANAGEMENT 6. Defining and implementing sales strategies 7. Selling in international markets 8. Key Account Management 9. Sales technology 10. Measuring sales performance PART III: SELLING AND SALES MANAGEMENT PRACTICES 11. Professional selling 12. Negotiation 13. Recruitment selection of sales professionals 14. Training, coaching and development 15. Forecast, target setting and compensation.

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Table of ContentsCONTENTSForeword by Tom PetersPrefaceAcknowledgmentsPART I: AESTHETICS AS A STRATEGIC TOOL1.Aesthetics: The New Marketing ParadigmAbsolut Vodka: Aesthetics with a TwistGAP, Inc.: Revamping Casual Retailing Through AestheticsCathay Pacific Airways: The Heart of AsiaAesthetics as a DifferentiatorCutting-Edge Organizations Focus on AestheticsFrom Benefits and Branding to ExperiencesMarketing AestheticsAesthetics Provides Tangible Value for the OrganizationAesthetics Must Be Everyone's ConcernAesthetics Strategy2. Creating Identity and Image Through AestheticsLucent Technologies: A New Identity for the AT&T Spin-OffCreating a New IdentityDrivers of Identity ManagementIdentity Management Is Not Brand ManagementContinental Airlines: A Comprehensive Identity OverhaulIdentity Planning: Past, Present, and FutureHow This Book Will Help ManagersThe Corporate Expressions/Customer Impressions FrameworkPART II: IDENTITY MANAGEMENT THROUGH AESTHETICS3.Corporate and Brand ExpressionsIBM's Corporate and Brand ExpressionsManaging ExpressionsThe Public Face of the Organization and Its BrandsManaging Different Types of IdentitiesManaging Identity ChangesExpressing the Private Self of the Organization or Its BrandsRelating the Public Face and the Private SelfApplication: Digital CorporationPlanning Devices for Managing ExpressionsSummary4. StylesStarbucks and the Coffee Craze PhenomenonWhat Is "Style"?Sight: All Perceptions Start with the EyeShapeColorUsing Color for IdentityWhat Does Color Mean to Customers?The Structure of Color CategoriesTypefaceSoundTouchApplication: S.D. Warren's Material AestheticsScent: Taste and SmellCreating a Style: SynesthesiaApplication: GilletteStrategic Issues in Style CreationModifying a StyleDimensions of StyleSummary5. ThemesPepperidge Farm Cookies: Themes of a Distinctive CollectionExpressive ThemesCreating Themes Through Aesthetics: Three StagesAnalyzing the Organization, Its Customers, and Its CompetitorsFinding Rich Thematic ContentRepresenting Themes Through AestheticsStrategic Issues in Theme SelectionSummary6. Overall Customer ImpressionsThe Four Seasons: Understated EleganceThe Importance of Overall ImpressionsMinimizing Gaps Between Expressions and ImpressionsarOverall Impressions: Process and ContentProcess: How Customers Arrive at Overall ImpressionsContent: Dimensions of Overall ImpressionsApplication: DieselSummaryPART III: MEASURING AND PROTECTING AESTHETICS7. Assessment and Research Tools for Aesthetics ManagementResearching and Measuring Corporate and Brand LogosThe Role of Research in Aesthetics ManagementThe Perils of Anecdotal Evidence in Aesthetics ManagementSuspicious Views of Research in the Design ProcessResearch for Identity PlanningBasic Tools for Useful ResearchAssessing the Status QuoDetermining Where to GoDeveloping a DesignMonitoring and TrackingSummary8. Protecting Aesthetics and IdentityTaco Cabana v. Two Pesos: Two Restaurants Fight Over an IdentityLegal Issues in IdentityIdentities as Legally Sanctioned Barriers to CompetitionProtecting Brands From ConfusionProtecting Identity From ConfusionSpecial Requirements for Protecting Aesthetic IdentityProtecting ImageManaging the Protection ProcessHow to Handle Infringement Against Your IdentitySummaryPART IV: COMPREHENSIVE IDENTITY MANAGEMENT9. Global Identity ManagementLEGO: The Universal Concept of Play from DenmarkTamagotchi: The Japanese Virtual PetKey Management Issues in Creating Global IdentitiesDeciding Whether to Standardize or Localize an IdentityOrganization/Competitive FactorsCultural FactorsIndustry and Product Category FactorsAttitudes Toward Foreign ImagesStyles and Themes in Global Identity ManagementApplication: Bosch in East AsiaApplication: Motorola in ChinaSummary10. Retail Spaces and EnvironmentsGodiva: A Memorable In-Store Chocolate ExperienceNike: Prom Sports Shoes to Aesthetic Totalitarianism?Aesthetics in Retail and Environmental SpacesStrategic Issues for Retailers and ManufacturersModern Retail IdentitiesApplication: Ann TaylorEnvironmental SpacesManaging Retail and Environmental AestheticsCyberspaces11. Corporate and Brand Identity on the InternetVolkswagen's New Beetle Web SiteNetscape and Yahoo!The World Wide Web as a Marketing ToolThe World Wide Web as an Identity ElementThe Unique Properties of the WebCreating Identity on the WebThe Future Is Now: Transient Images and Virtual IdentitiesNotesIndexAbout the Authors

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Book SynopsisTable of ContentsPart 1: Corporate Financial Metrics  1 Chapter 1: Revenue  3 Chapter 2: Gross Profit  7 Chapter 3: Value-to-Volume Ratio  9 Chapter 4: Net Profit  13 Chapter 5: Earnings-Based Value  17 Chapter 6: Return on Sales  23 Chapter 7: Return on Assets  25 Chapter 8: Return on Equity  27 Part 2: Marketing Planning Measures  31 Chapter 9: Market Share  33 Chapter 10: Relative Market Share  35 Chapter 11: Market Growth  37 Chapter 12: Market Demand  39 Chapter 13: Market Penetration  41 Chapter 14: Program/Nonprogram Ratio  47 Chapter 15: Program/Payroll Ratio  49 Chapter 16: Causal Forecast  51 Chapter 17: Time Series Analysis  57 Part 3: Brand Metrics  63 Chapter 18: Brand Equity  65 Chapter 19: Brand Scorecards  71 Chapter 20: Brand Premium  75 Chapter 21: Brand Contribution and Review Analysis  81 Part 4: Customers Metrics  85 Chapter 22: Net Sales Contribution  91 Chapter 23: Time-Driven Activity-Based Costing  93 Chapter 24: Segment Profitability  95 Chapter 25: Customer Profitability  99 Chapter 26: Share of Customer  101 Chapter 27: Return on CustomerSM  105 Chapter 28: New Customer Gains  109 Chapter 29: Customer Acquisition Costs  113 Chapter 30: Cost Per Lead  117 Chapter 31: Retention Rate  121 Chapter 32: Churn Rate  125 Chapter 33: Consumer Franchise  129 Chapter 34: Customer Equity and Customer Lifetime Value  133 Chapter 35: Customer Brand Value  137 Chapter 36: Customer Losses  139 Part 5: Product/Offering Metrics  143 Chapter 37: Usage  145 Chapter 38: New Product Purchase Rate  147 Chapter 39: Marketing Cost Per Unit  151 Part 6: Price Matrics  153 Chapter 40: Price  155 Chapter 41: Mark-Up Pricing  159 Chapter 42: Target Return Pricing  163 Chapter 43: Sales Price Variance  165 Chapter 44: Markdown Goods Percentage  169 Chapter 45: Profit Impact  171 Part 7: Advertising/Promotion Metrics  175 Chapter 46: Share of Voice  177 Chapter 47: Recall  179 Chapter 48: Recognition  183 Chapter 49: Reach  185 Chapter 50: Frequency  187 Chapter 51: Gross Rating Points  189 Chapter 52: Cost Per Gross Rating Point  193 Chapter 53: Response Rate  195 Chapter 54: Conversion Rate  199 Chapter 55: Advertising-To-Sales Ratio  201 Chapter 56: Promotion Profit  203 Part 8: Direct Marketing Metrics  207 Chapter 57: Direct Marketing Revenue Goals  209 Chapter 58: Direct Marketing Profit Goals  213 Chapter 59: Direct Marketing Gross Profit  215 Chapter 60: Direct Marketing Net Profit  217 Chapter 61: Direct Marketing Return On Investment  219 Part 9: Digital/Social Metrics  221 Chapter 62: Gross Page Impressions (Or Gross Page Requests)  223 Chapter 63: Word of Mouth  225 Chapter 64: Total Clicks  1 Chapter 65: Click Through Rate  229 Chapter 66: Cost Per Click  231 Chapter 67: Cost Per Action  235 Chapter 68: Pay Per Lead  237 Chapter 69: Activity Ratio for Social Media  239 Chapter 70: Deductive Social Media Return on Investment  241 Chapter 71: Resolution Time  243 Chapter 72: Social Media Profitability  245 Chapter 73: Bounce Rate  247 Chapter 74: Return On Advertising Spend  249 Part 10: Place/Distribution Metrics  251 Chapter 75: Cost Per Sales Dollar  253 Chapter 76: Transactions Per Customer  255 Chapter 77: Transactions Per Hour  257 Chapter 78: Average Transaction Size  259 Chapter 79: Avergage Items Per Transaction  261 Chapter 80: Hourly Customer Traffic  265 Chapter 81: Returns to Net Sales  267 Chapter 82: Inventory Turnover  269 Chapter 83: Percent Inventory Carrying Costs  271 Chapter 84: Gross Margin Return on Inventory Investment  273 Chapter 85: Sales Per Square Foot  277 Chapter 86: Sales/Profits Per Employee  279 Chapter 87: Retail Close Ratio  281 Chapter 88: Retail Margin Percentage  285 Chapter 89: Percent Utilization of Discounts  287 Chapter 90: Shrinkage to Net Sales  289 Part 11: Sales Metrics Chapter 91: Net Sales Contribution  297 Chapter 92: Absolute Index  299 Chapter 93: Relative Index  303 Chapter 94: Percent of Sales  305 Chapter 95: Independent Sales Representative Analysis  309 Chapter 96: Turnover Rate  311 Chapter 97: Recruiting  315 Chapter 98: Breakdown Approach  317 Chapter 99: Workload Approach  321 Chapter 100: Sales Performance Quotas  327 Chapter 101: Average Sales Per Call  335 Chapter 102: Close Process and Close Ratio  337 Chapter 103: Cost Per Call  341 Chapter 104: Break-Even Sales Volume  343 Chapter 105: Sales Productivity  347 Chapter 106: Four Factor Model  351 Chapter 107: Sales Variance Analysis  355 Chapter 108: Sales Volume Variance  361 Chapter 109: Sales Enablement  365 Chapter 110: Net Promoter ScoreR  367 Index

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